7. none of them
are sure if
they are doing
the right thing
8. what is customer service using social?
• customer service over social channels
– social media = channels
– service = service
– customers = customers
• in reality, it is a knee-jerk, tactical reaction to
customers enjoying the power of social
channels to complain, done badly (for the
most part…)
9. why do you have to worry?
• social customer has power, a voice, and
demands
• potential savings that talk to your real need –
save money in servicing the customer
• new channels must be served, the experience
continued
• it’s the future, there is no turning back
10. how to do it? cross-channel
silo semi-integrated integrated
single channel multi-channel cross-channel
E
E R K
D D D D D D
K K K K K K W D W
P
R R R R R R K UC P
M
S W E C P M M R C C
S D S
1980 1995 2010
S – SMS, W – Web, E – Email, C – Chat, P – Phone, M- Social Media, D – Data, K- Knowledge
11. how to do it? change the metrics
effectiveness (right answer, time) efficiency (cheap, fast operations)
performance
loyalty training
satisfaction readiness
customer process agent
end-to-end efficiency and effectiveness index
12. how to do it? process-driven
design validate implement measure
collaboration
existing involve create new correlate
processes stakeholders experiences metrics
involve customer deploy analyze
customers segmentation pilots
insights
paper virtual process
summarize
experiences designs prioritization
changes
13. how to do it? experience-centric
target
retain acquire
manage
